CVB Director, Megan Christianson, provides examples and lessons learned from their branding process

1. Grand Rapids Branding
Megan Christianson
Executive Director

2. Grand Rapids Branding
• Original – Thousand Grand Lakes (20+ years)
• New Branding Process 2009-2010
– Community Committee Formed – CVB lead
– Hired North Star Destinations to guide through process
– Lead community listening session, profile study analysis
• Rolled out new 2010 – “Grand Rapids, It’s in Minnesota’s Nature”
– Series of Community Sessions
– Public Releases
– Media Tour (radio and print)
– Website Launch
– Hired a PT Business Brand Coordinator
– Solicit Grand Rapids Businesses to adopt & understand

3. Grand Rapids Branding
• Successes
– Brand Committee Champions/Ambassadors
– Business Branding Coordinator – Feet on the Ground
– CVB Lead – strong organization – understanding of marketing positioning
– Branding Documentation and Standards
• Failures
– Lack of Grand Rapids Business Buy-in
– CVB Director Resigned
– Lack of Sustainable Fundin
– New CVB Director
– Friction Between New Leadership and Brand Committee

4. Grand Rapids Branding
• Spring 2013 Brand Committee Reconveniened
– Focus on Issues, Address Lack of Adoption, Revision Options and Ideas
– Hired Consultants to Guide Brand Committee
– Invited New Brand Committee Members to be Engaged (retail, lodging, restaurant,
government, local media, CVB, Chamber and Non-Profit)
– Rolled out new logo design -
– Evolution Brand Design to Meet NEW Community Needs and Wants
– Rolled out Spring 2014
– CVB Lead
– Public Relations
– Press Releases (radio, print)
– Presentations to Civic Organizations
– Found Community Brand Champions/Ambassadors

5. Grand Rapids Branding
• Aim Clear Hired to Create
Branding Handbook for Grand
Rapids Businesses
• Easy to Use
• Educated on Why Adopt the
Brand
• Examples of How to Use the
Community Brand
• Approved Brand Logos
• Resource Links
• Contact Information for
Questions
• Roll-out
• Press Release (local media)
• Email Blast
• Community Brand Champions
Lead

6. THANK YOU!
Megan Christianson
Email: megan@visitgrandrapids.com
Phone: 218-259-0572